Our Strategy Director Charlie Ebdy spoke to the FMCG industry bible The Grocer recently about the demands of marketing in the snack sector. Here’s an extract from the article:
Marketing is a crucial factor. Over the past year the category’s 10 biggest advertisers have upped spend on ad space by a whopping 68% and Kettle’s has soared by more than 41,000% (see above). According to Charlie Ebdy, strategy director at media agency Vizeum, having a clear, consistent marketing message is essential for brands keen to avoid becoming too reliant on price to drive sales.
Ebdy identifies the ‘big night in’ as a major opportunity, adding that the reason price currently remains so vital to some brands is that snacks tend to come way down the list of priorities for shoppers planning a night in.
“Finding a place at the heart of these occasions is essential for any brand looking to break out of the promotional cycle,” he says. “Not only do shoppers need to link the brand more directly to those occasions, they need to believe that their enjoyment is more directly linked to choice of brand. You can see the development of such a position in Doritos’ ‘For fun add a little Mexican’ activity’.”
You can read the full report on The Grocer by following the link, but be warned you’ll need to register: